ONLINE hotel booking service Bedsearcher has invested in cutting-edge technology as it looks to increase sales tenfold.

The Darlington-based firm has bought its former IT sub-contractor and service provider, Skipton-based SSRI, to speed up its own technology development.

Co-founder Jim Mann believes the move will help in its goal to increase sales from £4m to £40m.

The firm already uses Pinpoint search engine technology, which Mr Mann said offers users a "more personalised and precise" service.

Statistics have shown that with Pinpoint, users are 15 times more likely to find what they are looking for and book first time.

As part of the acquisition, SSRI's former managing director Stewart Turnbull has taken on the new role of IT director at Bedsearcher and has helped the company to speed up its technology development by three times.

Mr Mann said: "The integration has been hugely successful. Development work we had scheduled to take three months is now being done in three weeks.

"It's Bedsearcher's technology that is enabling us to do what others in the market can't and we now know industry giants such as Laterooms and Expedia are looking over their shoulder at us."

Bedsearcher, which was founded in 2002, allows people to book a room at one of more than 40,000 hotels, guest houses and bed and breakfasts worldwide through its website.

The firm has enjoyed success working in 19 countries in Europe, mainly selling to people travelling to and around the UK.

The award-winning business has taken a slice of the global travel market, with tourists and business travellers from the Far East, America and Australia using the site to visit the UK.

"We are exceeding even our own expectations in terms of brand awareness, hotel partnerships and collaborations," said Mr Mann.

"We've set our stall out to become a leader in our field and become the number one partner for hotels.

"This is proof we are achieving our goals - Bedsearcher is fast becoming a household name."